In 2024, Godrej Interio, one of India’s largest furniture brands, repositioned itself from an almirah-led legacy brand to a contemporary lifestyle brand for urban Indian homes. The Clearing defined the new identity, tone of voice and brand guidelines for the new Interio by Godrej.
What came next is making that identity hold across stores, languages, and diverse pieces of communication people would encounter. This wasn’t handed as a single brief to us or anyone. Rather it accumulated, project by project, with Fish Do It.
It started with colour consistency tools for printers and signage fabricators, then vernacular signage systems, logo lockup variants, an icons library, templates for internal comms, branded stationery, a photography and styling guide, visual direction for shoots and finally a full catalogue system refresh.
Our engagement with Interio grew as the work felt right for their new brand tone and look, and because familiarity compounds — the longer you work with a brand, the more you understand what it needs and where it’s at risk of drifting.
The practical gaps a guideline can’t fill
A comprehensive brand guideline defines what a brand is. It can’t define every context the brand will appear in. The new Interio by Godrej identity had nuances — a specific coral, a logo whose internal relationships carried meaning, a tone that had to feel contemporary without abandoning the trust the Godrej name carries. In the hands of multiple vendors, agencies, and regional teams, “close enough” adds up fast.
Colour
Coral is a difficult colour for print. Instructions on a page can’t prevent it from varying across materials, vendors, and regions. So we removed interpretation entirely by making physical reference samples across paper, acrylic, fabric, and other materials — a simple shared tool that made consistency less about judgement and more about matching.
Signage across languages
The new Interio by Godrej logo carries internal relationships that don’t simply translate across scripts. We worked with type designer Yesha Goshar to develop vernacular versions to preserve these relationships across ten regional languages: Hindi, Marathi, Gujarati, Gurmukhi, Bengali, Assamese, Telugu, Tamil, Kannada, and Malayalam. Extended across signage formats and aspect ratios for storefronts and street-facing conditions nationwide.
Imagery
The challenge was to define how to represent the shift in what the brand stood for visually (from legacy to contemporary). We developed a working approach for photography and 3D renders — what to include, what to focus on, what to deliberately leave out. We tested it on the Upmods range, directing the shoot and creating 3D renders with a fresh visual language. These images became the reference point for future shoot and rendering teams.
Catalogues
Interio’s catalogue system spans consumer ranges, B2B communication, trade shows, and channel partnerships. We built a flexible catalogue system — consistent in grid, information hierarchy, tone, and cover structures, yet adaptable to different content and expression. For marquee ranges like Upmods, Sync Vault, Social Office, and Workscapes, we shaped the catalogue narrative and sequencing around the thinking behind the products and used fresh imagery to explain the product fully and express the brand within a system.
(show Catalogues: way before to 2022-24 system to the new 2025 system)
Where it stands today
The engagement is still ongoing. New projects continue to come in — things being done for the first time, which is often where the most interesting thinking happens. Also things that look familiar but are never identical.
Role: Brand Comms Consultancy, Design & Copywriting
Timeline: Ongoing since 2024